If you ship Google tags into a regulated market, Consent Mode v2 is no longer a "policy thing" — it sits inside the request layer of every Google tag your site fires. The four consent signals Consent Mode v2 communicates four parameters from your CMP to every Google tag on the page: ad_storage — can advertising cookies be written? analytics_storage — can analytics cookies be written? ad_user_data — can user data (click IDs, hashed email, etc.) be sent to Google for ads? ad_personalisation — can the user be added to remarketing or personalised ad lists? Each signal flips between granted and denied based on the visitor's banner choice. Google tags read those signals before every request and adjust behaviour in real time. Cookieless pings (the part developers miss) When a user denies consent, the tag does not go silent. It still fires — but as a cookieless ping carrying no identifiers, only event-level signals (timestamp, page, conversion type).…